Are you a spy? I might be
Agent 007 or how to go undercover to improve your localization process
From the bottom of my heart mind
Fresh stories from a Spanish Copywriter.
Couple of weeks ago, I started to participate in a community for entrepreneurs and Digital Nomads. I made my introduction in Discord, explaining who I was, what I like and, of course, what I do for a living.
And one answer stood up: “WOW, such a ninja specialization”.
This was the first time someone told me something like that… so I did a bit of Google work. Look at this:
Given the definitions, a marketing ninja might academically be described as a person who excels at marketing potentially with a shadowy, undercover or underground flair.
Now, look what I have in my website:
Meet your Spanish undercover Copywriter
When I was working on my website, one of the ideas was to have this as the main creative idea, with all the concept flying around this “undercover” skill.
For me, localization has a lot to do with going undercover. You live, speak, listen and understand a specific culture. You know EVERYTHING about them… and then you pass that information (as copy, blog articles, etc.) to your client, using it to sell them.
When they get the message, they will think something like “yeah, this brand is one of us. They get our jokes, they speak our language, this feels nice”.
And all thanks to your “undercover” work.
Some examples:
Right now in Spain, the most hot topic is around traditional TV: “El Hormiguero”, a late night, has been leading the way for the past years. Now a new TV show, called “La Revuelta”, is getting more and more attention. And there are a lot of political implications behind.
Massive tourism is a big topic too and something any travel brand should keep in mind for future campaigns.
Rosalía, a Spanish singer, presented her last song this week, by surprise and in Barcelona.
How do I know this? Because I live in Spain (most of the time), I read the Spanish news, I speak with Spanish people, I listen to what the street says. I go undercover every day.
And this is an important part of the localization process.
Outside the desk
Where the magic really happens.
✈️ Tomorrow I’ll be heading to the Canary Islands to spend a couple of months there. Coliving, surf and a lot more is waiting there!
📚 After a looooooong time, I’ve decided to start a new book collection: Mistborn by Brandon Sanderson. I’ll probably take me years to finish it, but so far is being worthy.
🚲 Update on the bike steal: I report it to the police, but they haven't found it yet. The good thing is I can still use the service.
Make it global, baby
If you want to work with me, this is the way.
🚀 Want to take your brand to the next Spanish level? Hit the “reply” bottom and let’s talk.
📬 Want to appear in one of the next issues? Let’s see how we can work it out.
Thanks for reading today’s newsletter. If you enjoyed the content, feel free to share it with your workmates, friends, family and pets so we can grow together.
You can also reply to this email and let me know what you think about it. We are in this together, compa.
All the best for the rest of your week,
💙 Ricky from Textonality.com 💙